Download - E Marketing Yahoo Vietnam
Digital Marketing TrendsDigital Marketing Trends
AudienceAudience
EnvironmentEnvironment
InteractiveInteractive
HCMC – July 17, 2007
Prepared by: Russ Conrad
Managing Director New Media Vietnam
Agenda
Web 2.0 Trends
Vietnam Internet Trends
Marketing 2.0 Trends
Key drivers of online advertising Growth
Time
GDP Growth
Lower Internet and ADSL Cost
Increased Demand for Digital Advertising
Higher Internet Penetration
Improved Internet Infrastructure
Greater Investment
in Web Content
Growth in Internet Advertising
VIETNAM HAS IT ALL
Vietnam’s Digital Generation has a diverse user base• Factory Worker in Saigon Export
processing district
• Net Pay = $50 per month
• $1.50 – haircuts
• $.60 shampoo
• $1.00 Hair ties
• $.18 per hr – Internet chat and gaming
Internet user growth pace in Vietnam in past 5 years
3,098,007
6,345,049
10,710,980
14,683,78315,760,702
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
Dec-03 Dec-04 Dec-05 Dec-06 Apr-07
Time
Nu
mb
er o
f u
sers
(Source: Vietnam National Internet Center - http://www.thongkeinternet.vn/jsp/trangchu/index.jsp )
CountryTotal
populationOnline
AudienceMobile population
ID 221,900,701 15,300,000 46,900,000MY 27,392,442 11,000,000 17,500,000PH 85,712,221 12,000,000 34,800,000S G 3,601,745 2,400,000 4,100,000TH 63,456,000 11,900,000 32,400,000VN 83,944,402 15,760,000 13,000,000
Vietnam is the leading SEA country in terms of # of users
INCREASED ADVERTISING BUDGETS, AND THE MASS REACH OF THE INTERNET IN VIETNAM, WILL CREATE A LEAP FROM AFFECT IN ADVERTISING
Mobile Phone Consumption
Country Total populationOnline
AudienceMobile
populationPenetration
ID 221,900,701 15,300,000 46,900,000 21%MY 27,392,442 11,000,000 17,500,000 64%PH 85,712,221 12,000,000 34,800,000 41%SG 3,601,745 2,400,000 4,100,000 114%TH 63,456,000 11,900,000 32,400,000 51%VN 83,944,402 15,760,000 13,000,000 15%
• Vietnam has the lowest Mobile Penetration in South East Asia
• With the fastest growing GDP, Mobile penetration will not be far behind
• 4 local companies have been investing in Fixed WiMAX services: VNPT, FPT Telecom, VTC and Viettel since 2006.
Web 2.0 Video
Web 1.0Web 1.0The mostly read only WebThe mostly read only Web
250,000 Web Sites250,000 Web Sites
PublishedContent
UserGenerated
Content
1996: 45 Million Global Users
PublishedContent
UserGenerated
Content
2006: 1 Billion + Global Users
CollectiveIntelligence
The business 2.0 opportunities in S.E. Asia (Localization)The business 2.0 opportunities in S.E. Asia (Localization)
DoubleClickOfoto
Akamaimp3.com
Britannica OnlinePersonal Websites
Domain Name SpeculationPage Views
Screen ScrapingPublishing
Content Management Directories(Taxonomy)
Stickiness
AdwordsFlickrBitTorrentiTunesWikipediaBloggingSEO & SEMCPC, CPAWeb ServicesParticipationWikisTagging (Folksonomy)Syndication
Opportunity 2.0
Webisodes
Blog Marketing
Flash MicrositesSearch Marketing
Social NetworkingSocial Networking
Web Seeding
Viral Ads
Advertorials
Ad Serving
Web Analytics
Branded Games
Globalization meets Web 2.0
MARKETING 2.0
Email Marketing
Widgets
Red Bull Engages via a Can Sculpture Contest
Red Bull Art of the Can – young adults create sculptures out of red Bull cans and submit photos of their handiwork to the web. The prize is a trip for two to Switzerland.
Axe Launches brand Using Marketing 2.0 Best Practices
• Formed a band like the pussy cat dolls• Created web only videos release on
Youtube. • Utilize edgy humor that crosses borders
Boom Chicka Wah Wah USA Super market
Boom Chicka Wah Wah USA home
Boom Chicka Wah Wah Japan
Viral Ad reaches 2m visitors spending avg. 8:54 min
Axe Thailand
Axe Results
Source: Business week July 2, 2007
Country Date entered
Market share
Thailand 1995 10.9%
Columbia 2003 11.2%
USA 2002 13.5%
Japan 2007 14%
Philippines 1985 19%
Britain 1991 19.5%
Argentina 1986 20.2%
Chile 1988 21.5%
India 1999 28.6%
• USA – released 3 web based videos showing the Axe affect.Millions forwarded it to friends Axe grew from Zero to a $500 million business in 2006.
• Japan – Axe entered the market with a viral video that showed teens snowboarding down a mountain with girls following. 6 weeks after launch, axe had 12% market share.
Mitsubishi tries “TV-to-Online” cross-media marketingMitsubishi tries “TV-to-Online” cross-media marketing
15 Second TV Advertisement drove over 11 million hits in the 6 hours to the seewhathappens.com
66% of these people watched the full 50-second spot 2+ times
Superbowl TV Commercial Mitsubishi website
Case Study: Doritos ‘Crash the Super Bowl’
DORITOS stats1,100 movies
2,149,762 streams
17,949 “loves”
14,775 comments
Doritos asked usersto create their own
Superbowl Commercial
5,000,000 media impressions
Integrated Digital Marketing
“An Idea is nothing more nor less than a new combination of old elements” – Jack Foster
Being that about 50% of all ad budgets come from the brands represented in this room, then it’s important that everyone think about activities they can do with their 5% digital budget
Other Marketing 2.0 Activities
Axe - Viral- show axe feather, other
Red bull – “art of a can”
Mitsubishi – show offline to online
Doritos – yahoo Choose your ending
content• Web 2.0 video• Web 2.0- what is it? – wikipedia definition• Marketing 2.0 – What is it? – wikipedia definition• Examples of Marketing 2.0 • Fotune article – mickey mouse• Biz week article – unilever.
• Take the key points from the oreilly article and highlight and talk about them. - push this into marketing 2.0. lessons to take from web 2.0.
• Ask a few questions to the audience
I’m honored to speak today. When roger asked me to help organize this event, I had no idea how many Agencies, companies and individual interest there would be in a seminar like this. I never expected to speak to a packed room, but I think it’s a testament to the interest and intrigue into the new form of media that is less than 1% advertising spend.
I sat down to put this presentation together on Saturday night. I was in a café that normally has internet. However the internet was having problems. I turned to my phone’s gprs function and spent 3 hours using wikipedia to compile all the content for this presetnation. While this is not a seminar that focuses on Mobile marketing, I want to put in a small plug.
I hope I can provide you with some information or insight into digital media that you can successfully implement in your marketing plans. When ever I am asked to speak at an event like this, I usually fight for the topic of New Trends. It is a very broad topic and allows me to brush up on what is the latest buzz words in the industry. Today, I havd chosen to focus on a few buzz words that may be mis understood.
Web 2.0, Markting 2.0 and Integrated digital marketing.
Conclusion
• Internet advertising is the future. Take baby steps, test and learn before you invest big money. The knowledge of what works in Vietnam is being created by the individuals in this room.
• What’s great in vietnam is that we don’t have to reinvent the wheel. We need to look at the pieces of global campaings that were effective and package it in ways that will connect with Vietnamese. For example instead of Pimp by ride = pimp my bike.
• Where Web 2.0 Started
• The web 2.0 phenomenon is what is taking hold right now in Vietnam and has lead to a huge grown in the internet. Examples include:
– Yahoo 360 – over 1 million users– Clip.vn – video sharing that started– Flickr – Photo sharing – over 500,000 users
• Web 2.0 lessons:– The service automatically gets better the more people use it.– Network effects from user contributions are the key to market dominance in the web 2.0 era
Source: Zenith Optimedia, WPP Report
Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam
2000 71,303 5,935 3,546 42,388 5,945 1,793 1,275 131
2001 69,819 5,649 1,867 41,679 5,871 1,939 1,494 147
2002 69,988 5,758 1,850 38,845 6,776 1,961 1,687 162
2003 73,961 6,296 1,847 38,813 7,059 2,145 1,943 214
2004 78,801 6,948 2,247 40,323 6,798 1,751 2,100 263
2005 82,760 7,514 2,499 40,928 6,579 1,814 2,198 297
2006 87,698 7,920 2,762 41,750 6,652 1,893 2,339 343
2007 94,467 8,378 2,902 44,173 6,785 1,990 2,506 392
2008 102,148 8,826 3,125 45,536 6,968 2,103 2,698 451
Total Ad Spend (US$)Total Ad Spend (US$)
Online ad spend (US$)Online ad spend (US$)
Source: Zenith Optimedia, WPP Report
Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam
2000 777 61 14 545 119 26 6 -
2001 883 45 10 679 112 25 4 -
2002 1,116 123 10 781 162 29 4 -
2003 1,569 174 15 1,093 236 33 4 0.3
2004 2,408 286 16 1,677 343 59 9 0.3
2005 3,434 436 17 2,485 394 73 11 0.4
2006 4,207 589 18 3,027 446 90 22 3.0
2007 4,985 736 20 3,583 490 107 30 5.0
2008 5,733 883 22 4,111 539 117 40 8.0
Source: Zenith Optimedia, WPP Report
Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam
2000 1.1% 1.0% 0.4% 1.3% 2.0% 1.5% 0.4% 0.0%
2001 1.3% 0.8% 0.5% 1.6% 1.9% 1.3% 0.3% 0.0%
2002 1.6% 2.1% 0.5% 2.0% 2.4% 1.5% 0.2% 0.0%
2003 2.1% 2.8% 0.8% 2.8% 3.3% 1.5% 0.2% 0.1%
2004 3.1% 4.1% 0.7% 4.2% 5.0% 3.4% 0.4% 0.1%
2005 4.1% 5.8% 0.7% 6.1% 6.0% 4.0% 0.5% 0.1%
2006 4.8% 7.4% 0.7% 7.3% 6.7% 4.8% 0.9% 0.9%
2007 5.3% 8.8% 0.7% 8.1% 7.2% 5.4% 1.2% 1.2%
2008 5.6% 10.0% 0.7% 9.0% 7.7% 5.6% 1.5% 1.7%
Online as % of total (US$)Online as % of total (US$)
In 2008, Vietnam will pass it’s peer SEA countries in Percentage of budgets that go online
Online as % of Total Adspend
2010
By 2010, the digital ad market is estimated to be $30,000,000 in Vietnam.
What does this mean to Advertisers?